Nothing happens until somebody sells something. To make sales happen, IMMS.com Key Sales Consultant Randy Schwantz has created a comprehensive series of 43 Producer Success Lessons. Used singly or in combination, these powerful tools can help your producers build their skills - and grow their sales.
'HELLO Mr. Schwantz! WehaveaVERYspecialoffer, availableonlytoYOU, becauseyouliveintheDallas-Ft.Wortharea, andmymanagerauthorizedMEtomakeYOU - yes, you! - theproudrecipientofFREEdirt YES - IsaidFREEDIRT -'
Hang up! Quick! Before your brain explodes!
You know those awful calls you get in the evening from carpet cleaners, long-distance services, and credit card companies. They waylay you with a spiel touting their abilities and your need for their rescue. At some point they have to breathe - and when they do, you jump in to say, 'No thanks, bye' and hang up.
This is a self-fulfilling prophecy in progress. These folks talk fast and furious for fear they won't get out their message before you hang up. Needless to say, you feel like you're listening to a machine, not a person, so you're looking for that one break in the action to turn it off.
What's wrong with this picture? Why does this story end with a gong instead of the ring of a cash register? Easy! No rapport. No listening. No questions.
PHONE RAPPORT 101
In Lesson 8, you learned the fundamentals of aural rapport. Remember the basic concept: matching. You match the tone, speed, rhythm, breathing, volume, and pitch of the person you're talking with.
In this lesson, you'll use the skills you learned in Lesson 8 to become more effective on the telephone. Here are some basic principles:
- Match aurally the other person as much as possible.
- Use the other person's name during the conversation.
- Ask questions about the other person's viewpoint.
- Say you share common goals; you want mutual satisfaction.
Another very simple way to increase rapport is to pay attention to the predicates the other person uses. Predicates are words that give you clues about how a person is processing information. If they say, 'I see,' or 'I get the picture,' they're processing visually. Match their same predicates, perhaps by asking, 'Do you see what I mean?'
If the other person says, 'I hear you' or 'That rings a bell,' they are processing aurally. Use aural predicates, such as 'Give me your ear' or 'You're coming in loud and clear.' And statements such as 'I'm having trouble getting hold of that' or 'I won't feel good about that' mean the person is processing kinesthetically, or with their feelings. Try using predicates such as 'I've got a handle on it' or 'I'll help you get your arms around it.'
Matching someone's predicates is a very powerful way to develop and enhance rapport. It takes a little practice to really listen for these distinctions, but the effort pays off.
THE ONE-LINE SCRIPT
The purpose of a one-line phone script is simple. You don't need a lengthy script to tell you what to say; you need the ability to listen and match voice tone and speed when you talk. Consider this example:
Executive: 'Hello.'
Producer: 'Hello, Mr. Abrams?' (Remember to match the speed and tone of his voice.)
Executive: 'Yes.'
Producer: 'Mr. Abrams, this is Lee Smith with Friendly Insurance. I've got something you'll be interested in. Is this an okay time to talk?'
You're looking for permission to continue. A common response is:
Executive: 'I guess, what is this about?'
Producer: 'Well, Mr. Abrams, our business is helping corporate executive officers insure their personal items, such as homes, cars, and valuables. Your Risk Manager, Mr. Scott, called you about me yesterday. He thought we should get together. It's been my experience that people like you need special service when compared to average folks primarily because you've amassed more assets than most people. When you and your agent met to review your policies last year, were there any major changes necessary?'
That's it! You've introduced yourself, mentioned your referral to build credibility, and stated your reason for calling. Let the executive carry the conversation from here. Work on enhancing your rapport. Listen carefully, and write down important things. Follow this one-line script, and your success on the phone will soar.
WHOA - SLOW DOWN
A word of caution: You need to be very clear about your goals when you make each call. Most of the time you want to get a face-to-face appointment, so don't try to make the sale over the phone. Keep your desired outcome in mind: to get an appointment. If you accomplish that in the first 10 seconds, hang up. You're finished, so move on, and let the executive move on.
EXERCISE
Get a tape recorder and practice your opening from the one-line script about 10 times. Each time, change something about your voice: tone, speed, pitch, volume.
Play back the tape and get used to hearing the variations in your voice. Yes, I'm afraid that's exactly how you sound on the phone.